I have consulted with hundreds of companies over the years, and I can’t tell you how many times I’ve heard the comment: “Our business is different.” I understand, and I agree. But I would take that difference down another notch or two. Every salesperson and every sales call is different; to treat them as the same is a huge mistake.

That’s exactly why it is so important to provide sales training that is focused on developing universal sales skills that can be applied to every situation, rather than attempting to identify the perfect situation where sales training should be focused.

That is the fatal flaw in the promise of sales training that supposedly will be tailored to your company’s situation. The promise sounds appealing, but it ignores the fact that your situation is fluid, not static.

When sales-training companies say they will tailor their programs, they usually mean that they will make adjustments in their standard content so that it applies to your environment. That might work fine for a month—or a week, or a day. It might work longer, but only when a particular situation arises in the field.

In today’s evolving sales environment, sales training needs to be as nimble as the atmosphere in which you work. Furthermore, sales training that is truly worthwhile needs to last a salesperson’s lifetime, not just until something changes or another selling challenge arises.

Sales training should last a lifetime

How, exactly, will a sales training company tailor its programs for you? Typical areas for customization include topics such as positioning against the competition, price negotiation, cross-selling, and handling objections. Here are a few flaws in that plan…

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).